Eyewear and Trends: What's New

Sep2010

MARCHON: NIKE VINTAGE VISION COLLECTION

LOOKING BACK TO LEAP FORWARD

Marchon Eyewear launches its Nike Vintage Vision Collection, the first collection available through Nike Sportswear (NSW), a new category for Nike that specializes in bringing performance product icons from Nike’s past back to life for contemporary consumers. Taking its cues from both sport and cultural icons from the company’s early days in the 1970s, the six-piece sport sunglass line blends retro styling with modern, updated optics. All of the designs feature classic sport eyewear shapes, materials and colorations reminiscent of their original inspirations, whether they be skiing, jogging or motor sports or images of European skiers or such Hollywood icons as Steve McQueen and Paul Newman. Subtle product detailing and lens treatments hint at modern performance updates.

Photographed by Matt Lambros/Black Box Studio

PHILOSOPHY: “The Nike consumer understands the deeply routed history of the Nike brand. Our first NSW collection is rooted in the 1970s heritage and retains the authenticity from that vintage era,” says Andy Skitmore, senior vice president Nike Vision. “Individual style, bold colors, logos and details are all intricate parts of the debut collection. Nike has taken the bold and classic shapes from the time period when the Nike brand was first established and has reinterpreted them with a modern twist.”

MARKETING: Merchandising materials include a six-place bleacher display, large cardboard window display and large and small countercards. Additional materials are still being finalized. Each style comes with a case reminiscent of a vintage bomber jacket.